This article originally appeared in the magazine, Search Marketing Standard, November 21, 2013 Editor’s Note – Usability plays huge part in the success of your website, but it’s often given way too little attention in the rush to get a website live. A webmaster may think that if a user is really interested in the product or service, they will struggle through whatever usability challenges are in their way in order to make their purchase. Alas, that is far from reality. Even small barriers in the way of stress-free purchase can cause a potential buyer to abandon the site and look for another business from which to buy. Furthermore, that tipping point of abandonment can occur at any point along…